Gunn Report: BETC’s ‘The Bear’ Is Most-Awarded Spot

W+K, BBDO Take Top Agency Honors

“The Bear,” a commercial for French premium pay channel Canal+, was the world’s most-awarded TV spot in 2012, according to The Gunn Report, a global ranking of winners compiled from the major annual industry awards shows.

The film, produced by BETC, Paris, also takes the prize as the most-awarded commercial in The Gunn Report’s 14-year history.

Last year the agency bringing home the most acclaim was Wieden+Kennedy, Portland and New York, while the network winning the most awards was BBDO, which has earned that distinction for each of the past seven years. The Omnicom company was also named the most-awarded agency network in digital and film.

Samsonite Suitcases’ “Heaven and Hell” from JWT, Shanghai, topped the list of most-awarded print ads and campaigns, the first ad to do so for two consecutive years. It is also now the most-awarded print ad in the The Gunn Report’s history. Intel’s “The Museum of Me” from Projector, Tokyo, was the digital campaign garnering the most global recognition.

Other top winning commercials were “Dads in Briefs” for BGH Silent Air from Del Campo Nazca Saatchi & Saatchi, Buenos Aires; “Dip Desperado” for Doritos Dips from AMV BBDO, London; Chipotle’s “Back to the Start,” from CAA Marketing, Los Angeles; and John Lewis’ “The Long Wait” from adam&eveDDB, London.

Rounding out the rankings of the most-awarded agencies were Del Campo Nazca Saatchi & Saatchi, Buenos Aries; BBH, London; AlmapBBDO, Sao Paulo, and tying for fifth place, adam&eveDDB, London, and Dentsu, Tokyo and Fukuoka.

After BBDO, the agency networks receiving the most recognition were DDB, Ogilvy, Leo Burnett and Y&R.